Advanced marketing strategy : phenomena, analysis, and decisions (Book, 1991) []
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Advanced marketing strategy : phenomena, analysis, and decisions

Advanced marketing strategy : phenomena, analysis, and decisions

Author: Glen Lee Urban; Steven H Star
Publisher: London : Prentice-Hall International ; Englewood Clifs N.J : Prentice-Hall, 1991.
Series: Prentice-Hall International editions.
Edition/Format:   Print book : EnglishView all editions and formats

Using the language of professional marketers and an integrated managerial/analytic approach, this book covers marketing technology in a three-level theoretical framework supported with case studies.


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Document Type: Book
All Authors / Contributors: Glen Lee Urban; Steven H Star
ISBN: 0130132934 9780130132932
OCLC Number: 632941688
Description: XX, 563 Seiten : Illustrationen ; 26 cm.
Contents: I. MARKETING STRATEGY FORMULATION. 1. Marketing Strategy and Decision Making. 2. Formulating Marketing Strategy. 3. Godfather's Pizza Case. 4. General Electric Company: Aircraft Engine Business Group. II. STRATEGIC ANALYSIS. 5. Customer Decision Making. 6. Life Cycles. 7. Market Segmentation. 8. Product Positioning. 9. Market Response. 10. Competitive Behavior. 11. Central Bell Publishing, Inc. 12. American Express Company: Credit Card Marketing. 13. General Motors Corporation: Buick Reatta. III. STRATEGIC DECISION MAKING. 14. New Product Development. 15. Management of Established Products. 16. Product Line Management. 17. Worldwide Corporate Strategy. 18. Cabot Corporation: E-A-R(R) Division Consumer Marketing Strategy. 19. USA Today. 20. Sun Micro Systems. 21. Citibank Indonesia: Developing a Market for Electronic Banking. IV. IMPLEMENTATION. 22. Tactics and Control. 23. The Marketing Plan-An Example and Review of Marketing Strategy. 24. International Business Machines Corporation: Marketing Strategy for Typewriters and PC Printers. 25. Marketing Strategy, Analysis, and Decision Making in the Future. Index.
Series Title: Prentice-Hall International editions.
Responsibility: Glen L. Urban, Steven H. Star.


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